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Interface is everything - Tuottoisin paikka arvoketjussa on yhä useammin käyttöliittymä

Joakim Schonert, kehitysjohtaja, Ottoboni Finland
Markkinointiviestinnän viikko 2015

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Interface is everything - Tuottoisin paikka arvoketjussa on yhä useammin käyttöliittymä

  1. 1. Interfaceis everything
  2. 2. Somethinginterestingishappening Tom Goodwin: “The Battle Is For The Customer Interface” Uber Facebook The world’s largest taxi company, owns no vehicles. The world’s most popular media owner, creates no content. Alibaba Airbnb The most valuable retailer, 
 has no inventory. The world’s largest accommodation provider, 
 owns no real estate.
  3. 3. Someoldexamples Readers Digest Saunalahti Founded 1906 around the idea of sampling articles from various monthly magazines. Among first to the market, during it’s time the most successful independent virtual telco in Finland Yellow Pages Willis In 1886 Reuben H. Donnelley created the first official Yellow Pages directory, inventing an industry. Founded in 1828 - Measured by the calendar, Willis is the world’s oldest insurance broker.
  4. 4. Someless
 obviousexamples
  5. 5. Whyisthishappening? “Since the Industrial Revolution, the world has developed complex supply chains, from designers to manufacturers, from distributors to importers, wholesalers and retailers, it’s what allowed billions of products to be made, shipped, bought and enjoyed in all corners of the world. In recent times the power of the Internet, especially the mobile phone, has unleashed a movement that’s rapidly destroying these layers and moving power to 
 new places.” Nikolay Mihaylov: “God bless the middleman!”
  6. 6. Whyisthisnoteworthy? 1 Digital Darwinism is the phenomenon when technology and society evolve faster than an organisation can adapt. Digital Darwinism
  7. 7. Whyisthisnoteworthy? 2 = The interface is, ultimately, where the Profit is Interface is everything
  8. 8. Travelbusinessvaluechain Travel Accommodation Services Agency
  9. 9. Valuechain-After Agency Travel Accommodation Services Online
  10. 10. Valuechain-Now
  11. 11. Theperfectmicroclimatefor
 anewinterfacelayer Evolving conventions (Unrecognised) demand 
 for better service Marketplace tendency Unclear customer ownership Open data/framework/platform Peer to peer potential User as protagonist Slice of the pie 
 (to grow from)
  12. 12. Howtoworkforit
  13. 13. Consumerfinance Payments Loans Investment Insurance Related services Online / mobile banking
  14. 14. Consumerfinance Payments Loans Investment Insurance Related services Utilise evolving conventions Google Wallet Empower users Prosper Upscale feature Mint
  15. 15. Consumerfinance Payments Loans Investment Insurance Related services Utilise evolving conventions Google Wallet Evolving conventions + extended features
  16. 16. Howtoworkagainstit
  17. 17. Consumerfinance Payments Loans Investment Insurance Related services Online / mobile banking
  18. 18. Upscale feature OP-PivoClosed garden Legislation Payments Loans Investment Insurance Related services Consumerfinance
  19. 19. Still,thereisalwaysgoing tobesomeonewith moremoneyandbetter brandappeal…
  20. 20. Solookforthatperfect
 microclimateinyourindustry Evolving conventions (Unrecognised) demand 
 for better service Marketplace tendency Unclear customer ownership Open data/framework/platform Peer to peer potential User as protagonist Slice of the pie 
 (to grow from)
  21. 21. Thankyou

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